In 2022, How to Upgrade Your B2B Marketing Strategy
- digi tact
- Feb 3, 2022
- 5 min read
Buyers are no longer impressed by flashy branding and a respected corporate history. People seek devices that efficiently answer their problems. The extent to which a prospect can trust an organisation is highly dependent on the observable quality of its offering.
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Therefore, how can you make the added value of your product immediately obvious?
A Superior Device Resulted in More Effective Marketing Arguments
Deals might be extremely difficult to close on a professional device. Consider whether your product offers sufficient substantial user benefits to make it more appealing and competitive. Additionally, these benefits should be mirrored in the interface, as it is frequently the initial (and only) point of interaction between humans and robots.
User advantages have an effect on the quality of demo presentations as well. Rather than forcing sales representatives to deliver dull lessons, they should focus on the added value the gadget provides to clients.
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Even if your marketing and sales strategies are flawless, usability issues have the potential to undercut the promises you make. Consider that your clients will place a higher premium on their own judgement than on your pitch. Allow them to recognise and comprehend quality instantly.
After 15 years of user research, Creative Navy has developed an understanding of their problems and their preferred solutions. The following are some ways to enhance both your product and marketing strategy:
1. Eliminate Training as a Requirement
People enter the world of professional devices with high expectations as a result of ubiquitous smartphone usage. When you have them sit through training courses or provide advice via intrusive pop-ups, you've effectively lost their attention.
Consider this: education is a barrier to adoption. It consumes important resources (such as time and money) and produces results only after a period of time has passed.
Many businesses feel that eliminating mandatory training is a hardware or software issue; however, this is a myth. Because the interface serves as the connecting connection between the user and the gadget, redesigning its structure and adopting a more intuitive user flow can work wonders.
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There is no reason to muck about with technology! By simplifying difficult processes, UX design strategies can obviate the need for tutorials and training sessions. Increased learnability is a significant selling point from a marketing standpoint. Additionally, the product's penetration into new markets will be facilitated.
2. Include Functionality for Error Prevention
Error is natural... and extremely costly. Individuals are frequently required to complete critical jobs under duress and in hostile environments. Whether on an assembly line or in an operating room, the equipment they are using might significantly complicate their job if the user interface is extremely difficult.
When a single error might result in a delay in output or even death, it's unsurprising that prospects are willing to pay a premium for products that are error-proof. Reduced error rates, like increased learnability, start with the interface.
Users could be led astray by misplaced buttons or confusing processes. Additionally, it compels people to deplete critical mental resources in order to complete their jobs. Always keep in mind that your product should work for the people, not vice versa.
Intelligent user experience design guarantees that the interface provides sufficient information about the functionality of each component and is free of inconsistency in design patterns.
3. Avoid User Disappointment
Allow me to break it to you: your users' grunts, sighs, eye rolls, and fury quits are all signs of underlying device issues. Rather of dismissing them as a lack of proficiency, you should view them as telltale signals of inadequacies in the user interface.
What is it about your device that enrages those who use it? There could be a variety of reasons for this: exerting excessive effort for insignificant results, being undermined by abstract notions or processes that are difficult to comprehend, a too complex interface with poorly positioned features, or even inconsistent user flows.
This spells disaster for your product's public relations. The only method to alleviate user annoyance is to adopt a clear user experience design strategy. This enables you to scope out both the little elements and the big picture, preparing you for the following stages.
Angry users are not just a source of negative PR; they are also potential clients who are being lost to the competition. Keeping them happy and productive benefits everyone, but especially you. Reduced frustration also relieves your customer support personnel of some of their workload.
4. Preserve Mental Capacity
Individuals respond to tasks through the acquisition, processing, and storage of information. Each of these mental tasks requires a different set of cognitive resources, including short-term memory, working memory, perceptual load, and cognitive load.
Why is it critical for your device's cognitive resources to be preserved? As an example, supposing a doctor is utilising a device on a patient and must devote more attention to the device than to the patient — that is poor bedside manner. In an ideal world, the device would be intuitive enough to provide opportunities for the user to perform their duties properly, beyond the capabilities of their equipment.
On the other hand, if the device is counterintuitive, it will cause people to become fatigued more quickly. Decision fatigue results in sloppy decision-making, which can be deadly in situations such as the one described above.
When possible, a well-designed interface should alleviate the user's stress by performing tasks for them. This boosts user productivity and learnability, both of which are incredible selling points.
5. Productivity Enhancement
Informing clients that your device interface contains productivity enhancements is music to their ears. While resolving productivity dips can be tough, a user experience design strategy can assist in determining why and where users become stuck during their workflow.
Numerous factors can jeopardise a professional's performance: poor hardware response times, faults with cascading repercussions, illogical processes, and abstract components. If the user experience is poor, the interface might become a maze for users.
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In some instances, user research can be enlightening. On-site observation of users performing daily tasks by the UX design team. They pay particular attention to instances when users experience difficulty or have difficulty determining the next step.
Leading-edge items promise to boost productivity while still looking the part.
6. Avoid Physical Anxiety
Users' lives are impacted by physical strain and exhaustion as a result of device use. Joint pain is caused by repetitive movements, and screen glare impairs vision. It's difficult for people to remain apathetic toward a product that degrades their quality of life.
Additionally, user experience design can be beneficial in this situation. While button placement can be improved for hand and finger comfort, important regions should be built with contrast in mind to ensure visibility in a variety of lighting conditions.
Such seemingly insignificant modifications enable people to function more effectively throughout the workday. Promoting a product with a user interface that is designed to safeguard the user's well-being is certain to grab purchasers' curiosity.
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